Why Radio Doesn’t Work

This is an email I sent to a discussion list to which I belong — I thought I would share it here as well.———————The self-destructive nature of contemporary radio
sales/programming/pricing, now imitated by most television outlets with the
same disasterous results, continues to amaze me. A twenty year study of
radio advertising revealed something most of us could have told them in ten
seconds: it is overpriced to the point that the advertiser who could benifit
from it cant afford sufficient frequency.The NARB and it’s members have
jconcentrated on raising the percieved value of advertising time, limiting the
number of adverts per hour, raising the price based on limited opportunity to
reach the target audience, and then clustering those ads in an ineffective
block — assuring listenor tune-out and encouraging tune out by portraying
adverts as a NEGATIVE.."WE HAVE FEWER COMMERCIALS!" ANOTHER 20 COMMERCIAL
FREE MINUTES! I wouldnt give my advertising dollar to any jerk who
insults the hand that feeds him. In the days when common sense
prevailed, we didnt call them "commercials" we termed them "friendly
reminders" or "important and entertaing messages from our proud
sponsors!"ESPN knows the secret of success in tv advertising — never more
than a 60 second break and always IN THE CONTENT, NOT BETWEEN THE
SHOWS.If your sponsors dont get results they can take to the bank, or
maintain their market share in a market share battle, your station has failed
— no matter how great the numbers, how overpaid the consultants, or how many
fart jokes your morning man "gets away with" — advertising is meant to
be an investment, not an expense, and it is only WORTH what it
WORKS.